TikTok launches “Promote” option to convert organic clips into ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 30, 2021, 7:51 AM UTC

With the new feature, business accounts can amplify their best-performing organic videos.

TikTok’s answer to Facebook’s Boost button, the Promote option, helps brands turn organic TikTok videos into ads and build promotional campaigns. Businesses will be able to access the Promote option by clicking on the fire icon on each TikTok video.

The promoted videos will feature in users’ For You feed, with a label on the clip to indicate the video is part of a paid outreach. Using the Promote feature, brands can get more people to watch their videos, boost website visitors, or increase TikTok followers.

Marketers can choose the “Automatic” option for TikTok to display the promoted clip to audiences the app determines will be the most interested in the brand’s videos. Businesses can also customise their target audiences based on specifics like gender and age.

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